Radio Mirchi - Spicing up the Indian Air Waves

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG124 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Case Length : 16 Pages
Period : 2000 - 2006
Pub Date : 2006
Teaching Note : Not Available
Organization : -
Industry : FM Radio
Countries : India


Radio Mirchi was the most popular private FM radio channel in India with the largest operating network and a presence in seven cities. The case traces the emergence of Radio Mirchi as a leader in the Indian FM radio industry.

The case talks about the company's innovative marketing and promotional campaigns. It also describes the Government policies, vis--vis FM radio, and their impact on Radio Mirchi and other FM broadcasters.

The case finally talks about the new challenges that Radio Mirchi might have to face in the changed environment and the future outlook for the company.


• To understand the marketing strategies adopted by the company in the FM radio industry.

• To understand the market dynamics and unique characteristics of the Indian FM radio industry.

• To explain the impact of government policies on the company.

• To analyze the challenges and future prospects of the company.


  Page No.
Introduction 1
Background Note 2
The First Wave of FM Radio Privatization 2
The Second Wave of FM Radio Privatization 8
New Challenges 9
Outlook 11
Exhibits 13


Radio Mirchi, FM radio, Prasar Bharati, Radio City, Go 92.5 FM, Red FM, Win 94.6, Radio Jockeys, Mirchi Kaan Awards, Cross-media Marketing, Radio Task Force, BBC Worldwide, Radio Midday West, Virgin Radio, Direct To Home Radio

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